David Ogilvy was one of the most successful advertising executives of all time. He made millions in the advertising business during his lifetime, and won numerous awards for his work. One of his first rules was to use simple, direct language. “I don’t know the rules of grammar,” he said. “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular”
It’s easier said than done.
We all know the twenty dollar words, and too many of us use them every chance we get. How many times have you read business writing that sounds like the writer was trying to cram as many big words in as possible? To communicate well, however, it’s important to use simple, direct language.
That goes double for when you’re trying to market a product or service. People respond to language that sounds the way they talk. Simple. Direct. Conversational. It’s how all the best advertising is written.
If you’re trying to market a product or service to an audience that speaks a different language, you still need to make it conversational and meaningful in that language.
That’s where a good translation company comes in. They know the language and understand the culture so well they can take your material and put it in words that sing. They don’t do a mere word for word translation. They can take dry business writing and make it come alive.
As mentioned in a previous post, the Hispanic market is booming, even in these down economic times. Statistics show that Hispanic media is a great buy for companies, because it reaches an affluent, educated audience at a reasonable cost. If you want to find new buyers for your products and services, it’s worth considering a foray into the Hispanic market.
If you want to reach those buyers, make sure you use a translation company that knows the expressions, the idioms, the conversational rhythm of the language, and the time and place for formal vs. informal writing, so that your message hits home with the largest number of your target group.
There are many opportunities available for companies that decide to expand into foreign language markets. The key is to find and grow with a translation company that knows how to keep things conversational in the language of your target audience.
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